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Marketing Featured South Asia

Digital music firm Believe taps Pitchfork Partners as strategic comms counsel

Mumbai, India – Digital music company Believe has appointed strategy consultancy Pitchfork Partners to be its communication counsel that will manage its brand strategies in India.

As part of the mandate, Pitchfork Partners will be working closely with Believe India to strengthen its brand awareness and engagement for its services across Artist Services, Label and Artist Solutions, and TuneCore, as well as Ishtar with relevant stakeholders across the country. It will also drive and support Believe’s mission to develop independent artists and labels with their unique offerings and solutions, at each stage of their career and development.

Vivek Raina, Believe’s managing director for India, commented that they are excited with their association with Pitchfork Partners, as the agency’s experience and understanding of the industry align with Believe’s objectives and will help them reach emerging independent artists and labels in the digital world. 

“We are focused on building a community in which independent artists and labels will get a platform and partnership to build their fanbase and enhance their revenues in the digital world,” said Raina.

Meanwhile, Jaideep Shergill, Pitchfork Partners’ co-founder, said, “We are delighted to work with Believe India, given its leadership position in this competitive industry. It’s a great opportunity for us to drive their messaging across audiences in the country. We look forward to reaching new heights with Believe.”

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Marketing Featured Southeast Asia

SG-based beauty firm Believe secures new funding to fuel product growth

Singapore – Singapore-based beauty company Believe has raised a Series C funding of US$55m from incoming investors Venturi Partners and IIFL AMC, as well as the participation of Jungle Ventures, Accel, and Alteria Capital, as well as Genesis Alternative Ventures. 

Believe serves the global Muslim audience with brands spanning skincare, fragrances, make-up and hair care. Its brands, which include Lafz, ZM and Dr Rhazes, have received incredible customer love in Bangladesh and India with a growing base in GCC countries

The newly secured funding will catalyse Believe’s consolidating market share in Bangladesh and India via strategic acquisitions while deepening its reach in GCC and SEA through both organic and inorganic growth, paving the path to becoming a large global CPG conglomerate.

Ankit Mahajan, Believe’s CEO, said, “We have created a relentless marketing organisation that has the ability to identify consumer needs, use 12-member strong R&D expertise to make fantastic products and then put our international supply chain to deliver global standard products to countries across the world.”

Meanwhile, Nicholas Cator, Venturi’s founder and managing partner, shared that they are excited to be backing the most experienced BPC founders in the region and have been extremely impressed by their ability to build a diversified portfolio of products and a unique distribution network during a pandemic.

“We are convinced that with its strong team and group of investors, Believe will become the leading global halal and clean BPC house of brands,” said Cator.